The importance of extrinsic cues in deciding to purchase meat products: A conjoint analysis on Muslim consumers

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dc.authorid0000-0001-7848-4867en_US
dc.authorid0000-0003-0676-459Xen_US
dc.authorid0000-0003-2041-0747en_US
dc.contributor.authorToklu, İsmail Taner
dc.contributor.authorÖztürk Küçük, Hilal
dc.contributor.authorToklu Tuygun, Arzu
dc.date.accessioned2021-01-21T10:19:51Z
dc.date.available2021-01-21T10:19:51Z
dc.date.issued2020
dc.departmentAÇÜ, Hopa İktisadi ve İdari Bilimler Fakültesien_US
dc.description.abstractPurpose: This study aims to investigate how extrinsic cues such as brand, certification, production method and price affect Muslim soujouk consumers’ purchasing decisions in Turkey. Design/methodology/approach: Conjoint analysis was used to identify consumers’ preferences and cluster analysis was used to reveal consumer segments for Turkish soujouk, which is a kind of fermented sausage. A total of 270 Muslim consumers from Turkey were selected by using a convenience sampling method. Four extrinsic cues were selected for analysis: brand (unbranded product, private label and national brand), certification (Turkish Standards Institution, geographical indication and halal certificate), production method (heat process and fermentation) and price (TRY11, TRY15 and TRY19). Findings/results: Brand, certification, production method and price were found to be significant for consumer preference. Price was the least important attribute in consumer purchase intention. National brand and halal certification were amongst the most important levels. The research also revealed two basic consumer segments according to cluster analysis. Practical implications: The study has practical significance for manufacturers in Muslim countries to identify the main extrinsic cue that influences consumers’ preferences in meat products. This result provides important insights to both local producers and foreign manufacturers that market their meat products to Muslim society. Originality/value: This is the first study on Turkish Muslim consumers’ preferences towards meat products analysing extrinsic product attributes. In addition, conjoint analysis and cluster analysis are used to specify Muslim consumers’ preferences.
dc.identifier.citationToklu, I.T., Küçük, H.Ö., & Toklu, A.T. (2020). The importance of extrinsic cues in deciding to purchase meat products: A conjoint analysis on Muslim consumers. South African Journal of Business Management 51(1), 1-8. https://doi.org/10.4102/sajbm.v51i1.1986en_US
dc.identifier.doi10.4102/sajbm.v51i1.1986
dc.identifier.endpage8en_US
dc.identifier.issue1en_US
dc.identifier.scopusqualityQ3
dc.identifier.startpage1en_US
dc.identifier.urihttps://hdl.handle.net/11494/2563
dc.identifier.volume51en_US
dc.identifier.wosqualityQ4
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.institutionauthorÖztürk Küçük, Hilal
dc.language.isoenen_US
dc.publisherAOSISen_US
dc.relation.ispartofSouth African Journal of Business Management
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectConsumer preferenceen_US
dc.subjectExtrinsic cueen_US
dc.subjectBranden_US
dc.subjectCertificationen_US
dc.subjectProduction methoden_US
dc.subjectPurchase intentionen_US
dc.subjectSegmentationen_US
dc.subjectCluster analysisen_US
dc.subjectConjoint analysisen_US
dc.titleThe importance of extrinsic cues in deciding to purchase meat products: A conjoint analysis on Muslim consumersen_US
dc.typeArticle

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